The Value of Ad Targeting

  • 26 September, 2022
  • iaac

To reach their audiences, advertisers utilize targeted advertising. To maximise their ROMI, advertisers use targeted advertising to target specific audiences that possess certain traits. Surely, as an advertiser you want to position your ads in front of a qualified audience and ad targeting allows you to strategically define that audience based on different criteria. Target strategies therefore allow you to reach audiences based on different criteria. There are mainly three strategies for targeted advertising:

  1. Demographic Targeting
  2. Behavioural Targeting and
  3. Contextual Targeting

So the question then becomes: how do you know which targeting strategy to use?

Different ad targeting strategies are suited to different ad types channels and goals. A variety of ad targeting strategies have a role to play however all strategies can work together to drive an impact to your advertising strategy.

On the outset, as a business though, you need to think about the demographic information that applies to your business. Since Demographics are defined as a collection and analysis of general characteristics about groups of people, you can create specific ads that will target specific audiences. Demographic targeting therefore uses demographic data to build specific audience groups that share characteristics which advertisers can subsequently use to find audiences by demographics and identify their personas.

This type of segregation has many benefits: being able to advertise to specific regions, tailor your ad copy, optimise your ad imagery and reach your ideal customers can really increase the ROI of your campaign and help you get more valuable insights about your demographics on what works and what does not.